The social network "Odnoklassniki" (VK holding) has launched the dating service "OK Dating", aimed at an audience of 40+ with interests such as gardening, cooking and fishing. Investments in the project are estimated at 120–170 million rubles.
The service is available both as a mini-application within the social network and separately. The goal of the project is to help "Odnoklassniki" users find friends, partners for long-term relationships, or start a family.
The functionality includes a classic profile feed, the "People Nearby" service, and a partner search based on hobbies. For ease of communication, the ability to write directly is provided.
Dating is free, but offers built-in purchases: VIP status and the "Takeoff" function, which raise the profile in the search. The average check for additional services is about 800-900 rubles.
Experts believe that launching an application for an older audience is justified, since the 55+ group makes up 30% of the Russian population. However, opinions differed on the impact of the project on the "Odnoklassniki" audience. Some believe that it will strengthen the social network's position among existing users, while others note that it will be difficult to attract new users to the platform itself.
Earlier www1.ru reported that Tinder has finally lost its Russian audience.
Read materials on the topic:
VK Dating simplified the search for a couple with the help of thematic collections
Instead of Tinder: the most popular dating sites in Russia are named
